Chinese brands find fans through football tie-ups

Dr Tony Xia, the owner of Chinese logistics and supply chain firm the Recon Group, bought Aston Villa in June.Buying into British football clubs has proved effective for Chinese brands’ credibility and awareness efforts, claims Jon Stainer, UK & Ireland managing director at marketing consultancy Nielsen Sports.
He notes Huawei’s investments in European clubs such as Arsenal, Paris Saint-Germain and AC Milan, as well as the Wanda Group, a Chinese property developer and cinema oper